Kiehl's brand audit

Comments (0)

Transcript of Kiehl's brand audit

GIANTCranium loungecountries44* Purchases are based on predetermined choice* Not willing to try new product / brandBrand InventoryBrand elementsLogo & symbolsBrand Audit - 2014Brand name & URLsFrom the founder’s own name: John Kiehl’s

* Heritage* Difficulties to write* URLs: simple and easy to remember Kiehl's Now !Kiehl's Brand HeritageElegant, clear and professional LOGOMotorcycleWhite scrubsStart in an old apothecary in New YorkStatue of LibertyCharacter: Mr. BonesIrving Morse buys Kiehl'sAaron Morse took over the family businessIntroduction of men line productsL'Oréal Group acquired Kiehl'sPharmacy heritageCommitment to customer serviceEducationSciencespoints of sale in high-end department store

Kiehl's BackgroundSlogans & JinglesKiehl's was built on a sampling philosophy: "Try before you buy"Global beauty market18511921196120001851Hello John Kiehl's !19211961PackagingDetailed descriptions about ingredients, benefits and directions for use2000

Aware of result and product performance:“ No product experience but need response"

Present on all segments of the market:Men are waiting for:Men's cleansersMen's shave* Efficient products* Specially made for them* Which boost their self-esteemMen's moisturizeMen's antiagingMen Attitude toward BeautyMen's body3main reasons why men use cosmetics:

* Leverage L’Oréal for international expansion opportunities* Environmental friendly products trend* Increased demand to “look good"* Expand distribution channels * Democratization of men’s beauty productsOpportunities* Enhance the current straight-forward packaging* Enhance charity work* Easy entrance market* Large market with a lot of direct competitionKiehl's Three pillar causes: Newest global program: "Meet Mr. Bones"Ms Cammann Cannella, Vice President, Global Education Development at Kiehl’sThe public relations are built on 3 pillars: brand heritage, philanthropy and skincare2008“Make it right” project with Brad PittStrategic Brand management recommendations100% of the profits from the product’s sales would go to sustainable, affordable housing in New Orleans for Hurricane Katrina victimsObservations:Focus on new technologies* Tweet shops/ virtual shops* Create an application delivering :Barber ShopSpa Build a strong relationship with customers Develop brand awareness, recognition & loyalty Spa 1851, created in the US, draws inspiration from Kiehl’s roots as an old–world neighborhood apothecary. Dedicated to delivering exemplary service, Spa 1851 will provide the most personalized care, visibly healthy results and energy to both skin and body.* Men are more and more inclined to use beauty product* Men are shy to talk about it * Men do not know which products to chose * Need help of their girlfriends/wivesBUTThe Kiehl’s barber shop offers personalized services for gentlemen looking to refuel. Individually tailored skin and hair consultations are included with each serviceObjectives :Brand identityWho?ReliableNon-conformistHeritageExpertUnique styleconveyed through store experience and packaging- Advices- A « Mr. Bones » game - Contests- DiscountsInnovativeNYNaturalExpertise in skin & hair careFamilyPhilanthropyConcerned about environmentAmericanHealthyHigh qualitySocially responsible- Online counselors- Extension of Kiehl's instore advices strategy- Taking advantage of the e-commerce expansionexpertsAffordableTimeless“You have a question? Kiehl's is here for you”* Develop Kiehl’s website to become a reference in men cosmetic advices URBANReliableEffectiveTrustworthyCommunityKnowledgeableContemporary apothecaryCustomer serviceElegantExternalisationInternalizationProfile of competitive brands1.2.TargetCreated in 1968A dermatologist-created cosmetic line that features a variety of skin care and make-up products, each allergy-tested and fragrance freeAvailable in more than 130 countriesBrand elementsSimpleClassicalScientific* Develop a “Diagnostic Test"* Develop social Medias communication: build a strong community * Use Geo localisation to encourage instore traffic35- 60 years oldTake care of themselvesTimelessProduct strategy “3 steps”: cleanse- exfoliate – moisturize  Skincare Trustworthy